Agency: Ogilvy Honduras
Heaven Fish: A business and growth opportunity for Yoro, Honduras.
The community of Yoro now has a valuable business opportunity and prosperity thanks to a partnership with Regal Springs, a leader in sustainable tilapia production: Heaven Fish, a new brand that comes "like falling from the sky."
For 30 years, Regal Springs has been characterized by supporting sustainability and social responsibility in fish farming. This collaboration with the community of Yoro comes to further innovate that effort and to publicize one of the most striking meteorological phenomena that make Yoro known worldwide: the rain of fish, one of the 30 wonders of Honduras.
Yoro's fame comes from a rare meteorological event that occurs every year. The most accepted theory for this particular form of precipitation suggests that whirlwinds form in the nearby ocean and carry the fish through the air until they land in the community. But for the townspeople, the answer is much simpler: it is a miracle.
To boost Yoro's economy, Regal Springs turned that miracle into an opportunity. From now on, each fish from the downpour will be registered with a protected designation of origin, giving the people of Yoro exclusive rights to distribute these fish now more valuable fish for the benefit of their families.
Fabricio Lopez, General Manager of Regal Springs, said: "We are excited to partner with the community of Yoro and promote Heaven Fish. We are true to our commitment to sustainability and social responsibility, and it motivates us to work with local communities to improve the economy through high-quality products, and what better way than by multiplying the value of these natural resources that fall from the sky".
Edgardo Melgar, Head of Communications at Ogilvy Honduras, said: “We are proud to partner with Regal Springs in this initiative that proves the true value of creative business transformation, opening up a new business opportunity that will benefit both the brand and the community."
Now the people of Yoro will be able to benefit through a partnership with Regal Springs every time the phenomenon occurs. Regal Springs will receive the fish from the Yoro villagers and incorporate them into its product line, making them a seasonal gourmet product available to everyone.
Thanks to this initiative, Yoro is swimming steadily towards economic stability. Fortunately for the community, Heaven Fish is a sustainable business for them, as they can count on the fish rain every year, which opens new income opportunities for anyone in the area.
So now, cloudy days represent a business opportunity.
This professional campaign titled 'Heaven Fish' was published in Honduras in May, 2023. It was created by ad agency: Ogilvy Honduras. This Film medium campaign contains 1 media asset. It was submitted 5 months ago by Chief Communications Officer: Marina Piacentini of Ogilvy.
CCO Global: Liz Taylor
CCO Global: Joe Sciarrotta
Chief Communication Officer Global: David Ford
Head of Creative Excellence Global: Harley Saftler
Chief Comms Latam: Marina Piacentini
Head of Creative Excellence Latam: Adriana Weinberg
CEO Honduras: Eduardo Ching
CCO Honduras: Cesar Chinchilla
Head of Comms Honduras: Edgardo Melgar
Accounts Lead Honduras; Ericka Coello
Head of PR Honduras: Jimena Andino
Head of Planning Honduras: Alan Cruz
Head of Art: Jorge Miletich
Producer Honduras: 14 al Centro Latam Productora
Client: Regal Springs
CEO/CCO/Co- Composer: Joel Simon
VP/Executive Producer: Jeff Fiorello
Senior Producer: Norm Felker
Senior Producer: Andrew Manning
Producer: Sharon Cha
Co- Composer: Jason Krebs